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Great companies are defined by their discipline and their understanding of who they are and who they are not.

Howard Schultz

Who wants a dream that’s near-fetched?
HOWARD SCHULTZ

Break Dreams Need
While we are a coffee company at heart, Starbucks provides much more than the best cup of coffee—we offer a community gathering place where people come together to connect and discover new things.
HOWARD SCHULTZ

Coffee Community Company Discover Heart People Togetherness
But when you really believe-in yourself, in your dream-you just have to do everything you possibly can to take control and make your vision a reality. No great achievement happens by luck.
HOWARD SCHULTZ

Achievement Believe Dreams Greatness Inspirational Luck Possible Reality Vision Yourself
We are witnessing a seismic change in consumer behavior. That change is being brought about by technology and the access people have to information.
HOWARD SCHULTZ

Behavior Change Consumption Customer Information Technology
I can’t imagine a day without coffee. I can’t imagine!
HOWARD SCHULTZ

Coffee Day Imagination Myself
Europe has always represented a major strategic opportunity to achieve our goal of creating and building an enduring global brand.
HOWARD SCHULTZ

Achievement Brand Endurance Opportunity Represent Strategy
We woke up one day, and all the sudden Starbucks was in the middle of this political crossfire between the people who want to bring a gun into Starbucks and the people who want to prevent it. It is a very difficult, fragile situation.
HOWARD SCHULTZ

Difficult Fight Fragile Politics Situation Wake Up
In times of adversity and change, we really discover who we are and what we’re made of.
HOWARD SCHULTZ

Adversity Change Discover Hard Time Time
Everyone starts strong. Success comes to those with unwavering commitment to be at the end.
HOWARD SCHULTZ

Commitment End Inspirational Journey Start Strong
Entrepreneurs must love what they do to such a degree that doing it is worth sacrifice and, at times, pain. But doing anything else, we think, would be unimaginable.
HOWARD SCHULTZ

Entrepreneur Imagination Love Sacrifice Thinking Worth
In life, you can blame a lot of people and you can wallow in self-pity or you can pick yourself up and say listen, I have to be responsible for myself.
HOWARD SCHULTZ

Blame Life Listening Myself People Responsibility
Customers must recognize that you stand for something.
HOWARD SCHULTZ

Brand Customer Recognition Stand Yourself
Cutting prices or putting things on sale is not sustainable business strategy. The other side of it is that you can’t cut enough costs to save your way to prosperity.
HOWARD SCHULTZ

Business Enough Price Prosperity Sales Strategy Yourself
People want to be part of something larger than themselves. They want to be part of something they’re really proud of, that they’ll fight for, sacrifice for, that they trust.
HOWARD SCHULTZ

Feeling Fight People Sacrifice Trust
Be bold, but be fair. Don’t give in. If others around you have integrity, too, you can prevail.
HOWARD SCHULTZ

Bold Give Up Integrity Yourself
Effective leaders share two intertwined attributes: an unbridled level of confidence about where their organizations are headed, and the ability to bring people along.
HOWARD SCHULTZ

Ability Attribute Leadership Organization People Share

Great companies are defined by their discipline and their understanding of who they are and who they are not.

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Great companies are defined by their discipline and their understanding of who they are and who they are not.

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